Feb 5, 2024,06:53pm EST
Award ceremonies continue to rise in popularity.
The 66th Annual Grammy Awards, aired on CBS, attracted a substantial audience of 16.9 million viewers, marking a significant four-year high, according to Nielsen Media Research. This viewership figure reflects a notable 34 percent increase compared to the previous year’s event, and it is expected to surpass 17 million viewers once Live+3 Day ratings are factored in. Live+3 ratings include viewers who watch within the first three days after the original airdate.
The highest viewership moment occurred at 9:45 p.m. ET during the In-Memoriam segment, featuring performances by Stevie Wonder, Annie Lennox, Jon Batiste, and Fantasia Barrino, with 18.25 million viewers.
Moreover, Paramount+, the streaming partner for the Grammys, experienced its highest viewership ever, with a 173% increase in streams compared to 2023.
As anticipated, the Grammy Awards dominated social media on Sunday, accumulating a remarkable 62.6 billion potential impressions, according to NetBase. This makes it the top social entertainment event of 2024 so far. Potential impressions estimate the number of people who might have viewed posts related to the event.
The Grammys also trended in the top 10 in the U.S. for 12 hours, peaking at #1.